Slipping into obscurity: Melbourne City’s takeover was never going to work

A home derby, the first home game of the season, only a few City fans in the Yarra End, not to mention no active support; It seemed as if these occasions had come more often recently, like victory home games.

Ten years into City Football Group ownership and it seems Melbourne City is slipping into obscurity of its own making.

How many leagues can make you feel like that? A-League. The Ninja A-League Women’s season begins on 1 November.

It was always going to be difficult to become the second A-League team in Melbourne but Melbourne Heart achieved it well. A high-profile coach and perhaps more importantly an iconic home kit featuring red and white stripes (apparently modeled after Sheffield United).

That kit attracted their early members, who followed Premier League clubs such as Arsenal, Manchester United and Liverpool. They may be related to the colors red and white.

The club managed a core supporter base of around 5000 members, but after a disappointing start to the 2013–14 season, it was clear that new investment was needed – and they got it.

The football world was stunned when Manchester City announced they had purchased Melbourne Heart. There were supporters too.

Immediately the core supporter base was divided; Many Manchester United supporters flocked there. I wasn’t one of them – you don’t change your club, do you? A big campaign was launched: ‘Keep the red and white’, but Manchester City had other ideas.

Over the next few years it became clear what Manchester City, soon to become City Football Group (CFG), had in mind. This was world domination. If you don’t believe me read Manchester City’s plan for global domination Guardian (15 December 2017).

Their plan, conceived by CEO Ferran Soriano, was effectively a Disney-fiction of football and Melbourne City was one of the first franchises of that empire.

Unhappy that great football brands like Manchester City were unable to generate revenue from their overseas fans, the plan was to create ‘shops’ (i.e. football clubs) around the world that looked and played like Manchester City, and through which Local supporters could contribute their money and their devotion to the parent club.

A new era of the UEFA Champions League is here, only on Stan Sports.

It was a bold idea backed by unlimited finance, but it was never going to work. It was tried once before in MLS with the Chivas franchise, but ironically, it was discontinued the same year Manchester City purchased Melbourne Heart.

I would skip the years of gradual decline in City’s supporter base. CFG somehow imagined that they could rebuild it with new supporters who did not know the club’s history. Over the years it became clear that the association with Manchester City was a major problem for the club and little mention is made of its relationship with the parent club these days.

Melbourne Heart was unlucky to be the first cab to fall out of the ranks in Soriano’s bold experiment. Perhaps with hindsight the CFG would have been more inclined to build on what already existed rather than ignore the wishes of supporters.

CFG probably saved the club from a constant struggle for survival but it is now a dull corporate entity with luxurious facilities but no heart and soul. Mickey Mouse is a cartoon after all!